A great towel is an investment in everyday comfort - and with the right care, your Willow & Fern towels will stay soft, absorbent and beautiful for years. The good news is that caring for premium cotton is simple once you know a few essentials.
Here is our complete guide to washing, drying and storing your towels so they feel just as plush on the fiftieth wash as they did on day one.
Before the First Use
Always wash new towels before using them. A first wash removes any manufacturing residue and activates the cotton fibres, boosting absorbency from the very first dry-off.
- Wash separately for the first couple of washes to avoid lint transfer
- Add half a cup of white vinegar to the first wash to lock in colour and softness
Washing the Right Way
- Use a gentle detergent and go easy on the amount - too much leaves residue that stiffens fibres
- Wash in warm water, not hot, on a normal cycle
- Skip the fabric softener. It coats the cotton and reduces absorbency over time - white vinegar is a better, natural alternative
- Wash darks and lights separately to keep colours crisp
Drying for Maximum Fluff
- Tumble dry on low to medium heat - high heat weakens fibres and fades colour
- Take them out slightly damp and give a quick shake to lift the pile before folding
- Line drying is gentle and eco-friendly; a short tumble afterwards brings back the softness
Storing and Refreshing
Store towels fully dry in a cool, airy cupboard to prevent any musty smell. If towels start to feel less absorbent, a hot wash with a little vinegar and no detergent will strip away build-up and revive them.
Small Habits, Lasting Softness
Rotate a few sets so no single towel wears out faster, and always hang towels to dry fully between uses. These small habits keep your Willow & Fern towels plush, fresh and inviting - the way premium cotton is meant to feel.